Investor Day –Packaged Foods - Olam...

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Investor Day – Packaged Foods30 September 2013 | Singapore

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• Ramanarayanan Mahadevan, President & Global

Head

• Girish Nair, Senior Vice President, Marketing

• Kamesh Ellajosyula, Vice President, Manufacturing,

Quality & Innovation

Presenters

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• Packaged Foods – An Overview

• Africa Opportunity

• Category Overview

• Sales & Distribution

• Marketing & Consumer Insight

• Manufacturing, Innovation & Quality

• Summary

• Q&A

Agenda

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• Summary

• Q&A

Agenda

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Building a Consumer Facing Business

Culinary: Tomato Paste, MSG Seasonings, Milk Powder

Snacking/ Impulse: Biscuits, Candies

Beverages: Juice, Dairy Beverages

Instant Noodles

8 Categories

Only Africa

Current play in the Sub-Saharan region: Nigeria, Ghana, Mali, Burkina Faso, Niger, Togo, Benin

7 Markets

Top 2 player in 4 categories

Topline of US$350 M

Total revenue growth rate: 79% CAGR*

Organic revenue growth rate: 36% CAGR*

Market Position

* FY2011-2013

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To achieve leadership position (Top 2) in all our

chosen categories and markets by FY2016

To be the favourite snacks, drinks and culinary

ingredients provider to the African consumer

through brands and products that matter to them

Our Aspiration

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• Summary

• Q&A

Agenda

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West Africa – Olam’s “Home Turf” + Huge opportunity

24 years in Africa: Olam has significant local context and distribution infrastructure across West Africa

Africa’s Growth: Highest population, consumption and GDP growth for next 2 decades

Changing demographic profile: Increasing urbanisation and greater discretionary spending are main growth drivers

Opportunity to shape: Evolving consumer tastes and preferences allow opportunity for early entrants to shape industry development

Erect entry barriers: Followers attempting to enter 4 to 5 years from now will face entry barriers and find it expensive to gain share

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Highest demand growth for consumer facing products

16.30% 15.60%

12.20% 11.50%9.70% 9.10% 9% 8.80% 8.20%

3.10%0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

Russia Nigeria Brazil China Morocco India Algeria South

Africa

Egypt USA

10%8.70% 8.60%

7.20% 6.90% 6.80% 6.40% 6.40% 5.90%4.40%

0%

2%

4%

6%

8%

10%

12%

Egypt Nigeria Russia Algeria Brazil Tunisia Morocco China India South

Africa

2001-2010

2011-2020

‘10 Size : 54 B

‘20 Size : 125 B

Source: Euromonitor (Includes Food, Non Food and Beverages)

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And a growing middle class!

Growing middle class is the engine of growth for value added

packaged food products

Source: MPS All Media & Products Survey

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• Summary

• Q&A

Agenda

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Sizeable market of US$4.4b in chosen categories

Juices / Dairy Beverages, US$ 1,200 M

Biscuits,US$ 850 M

Milk Powder, US$ 300 M

Instant Noodles,US$ 550 M

Tomato Paste, US$ 400 M

Candies,US$ 350 M

Seasonings, US$ 750 M

Individual categories growing between 6% and 12% CAGR

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Among Top 2 in 4 categories!

Biscuits

Candies

Tomato Paste

MSG Seasoning

Noodles

Milk Powder

Juices

Dairy Drinks

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1

3

5

NA

NA

Category Position

First year of operations

2

2

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Highly penetrated categories with consumption across socio-economic classes

Target Market

Consolidated categories

Most players are localIndustry

Wholesale contributes to over 90% of sales

Direct redistribution is limited to few playersDistribution

Category Overview: Culinary

Traditional use of products. Less responsive to innovation

Practically no innovation over decadesInnovation

Minimal brand building investments with the exception of 1 or 2 players

Sustained brand building required to make an impact

Brand Building

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Penetration high at low end. Medium to High end segments are underserved

Target Market

Biscuits dominated by local players and is fragmented

Candies is consolidated with 4 players at 85% marketIndustry

Redistribution key to drive availability & visibility

Very limited investment in redistribution by playersDistribution

Impulse categories are driven by variety and innovation

Current players not servicing this need well Innovation

Very little investment. Past investments only in mints (46% of candy market)

Brand Building

Category Overview: Impulse / Snacking

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Moderate penetration levels

Urban centric consumption

Target Market

Top 3 players in each category add to 65% of marketIndustry

Active redistribution in urban centresDistribution

Responsive to meaningful innovation and segmentation

Low to moderate levels of innovation currentlyInnovation

Moderate levels of investment in brand buildingBrand Building

Category Overview: Beverages –Juices & Dairy Beverages

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Highly penetrated category across socio-economic classes

Per capita consumption rivals many Southeast Asian countries

Target Market

Indomie is the category creator in Nigeria and enjoys dominant position

Industry

One of the highest redistribution reach among all categoriesDistribution

Low innovation in the market in the last several years

Market would be responsive to meaningful innovation and varietyInnovation

Highly invested category, led by IndomieBrand Building

Category Overview: Instant Noodles

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Overview of Key Strategy components

Low levels of innovation

Innovation proven to expand categories

Innovation

Highly penetrated categories

Depth & width across channels

Distribution

Size at the Bottom of Pyramid

Growing mid segments

Target Segments

Low to medium levels of brand investments

Invested categories show strong growth

Brand Building

Build scale at BOP

Innovative offerings for mid/high segments

Drive weighted reach across channels

Control through direct reach

Build capability to drive Consumer insight and Innovation

Harmonise through select power brands

Invest when costs are low

Key Drivers Strategy

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• Summary

• Q&A

Agenda

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• Highly fragmented retail

• Modern trade is very small, albeit enjoying high

growth rates

• Wholesale channel contributes to over 90% of retail

reach and sales for the industry in most categories

• Growing investment in direct retail reach capability

by select few players – to enhance control and

facilitate innovation in products

Distribution in West Africa

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Distribution reach in Nigeria

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Distribution reach in Ghana

Towns/Cities

Depots

Depots: 3

Towns: 45

Depots: 3

Towns: 45

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Overall Distribution Reach

Direct distribution reach : 55,000 outlets growing at 30% p.a

Weighted reach

210 2,05013,750 300,000+

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• Packaged Foods– An Overview






• Summary

• Q&A

Agenda

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• Low clutter in Products, Brands & Media

• Local players invest very little on Consumer Insight

and Innovation

• Our entire ecosystem of Marketing, Consumer

Research and Innovation is dedicated to African

consumers

• No other multinational has such exclusive focus on the

African consumer as we do

Marketing, Consumer Insight & Innovation

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Our Marketing Framework

Products ‘loved’ by consumers

Wow concepts, Sensorial Superiority,

World Class Packs

Innovation & Renovation (connected to Business Strategy)

West Africa Consumer Insights

Deep Understanding of Consumers

Winning Brand Building

Programmes

Power Brands – Differentiated

Concepts

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World Class Packs





Programmes


Concepts

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Winning through insights!

“We want to have a lot more fun with our stick-sweets” with its two unique flavours

makes your fun double-double

with its two unique flavours

makes your fun double-double

“Sugar is not good for us. Wish we have tasty, natural products with less sugar ” with ‘real’ honey for those health

conscious consumerswith ‘real’ honey for those health conscious consumers

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Winning through insights!

De Rica is perceived to be ‘Reddest’ of all Tomato Paste brands

makes the colour of the dishes so good that it livens up my familymakes the colour of the dishes so good that it livens up my family

“Wish there was something more in the biscuits, like providing needed nutrition & energy to the kids” make kids energetic and also have

sharper mindsmake kids energetic and also have sharper minds

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World Class Packs





Programmes


Concepts

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Our Power Brands are driven by our brand building programmes…

Culinary NoodlesImpulse & Snacking

Juices & Dairy Beverages

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Our ‘Brand Building Programmes’ have been successful…

Tomato Paste - Nigeria Vedan - Nigeria

Sustained Brand Building along with Distribution initiatives have helped:

• Market Share increase propelled by volumes

• RPI (Relative Price Index) increases

RPI – Tasty Tom RPI – De Rica

09-10 10-11 11-12 12-13

90% 92% 95% 104%

11-12 12-13

105% 110%

Market ShareMarket Share

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Innovative Activation as a Brand Building tool

• Novelty: Instant cash & 350,000 wins

• Doubled our sales during the CP – Market Share increased

to 38%

• Promo Film Distinctive – Idea of showing ‘actual winners’

got in a lot of credibility

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World Class Packs





Programmes


Concepts

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Our Mini Meal Replacements are “Loved” by consumers

Picnic & Starlight are among the top selling brands in their respective price points• Sensorial Superiority• Outstanding Packaging

Eat Picnic. Keep Going.

The Star Among Biscuits

230,000 cartons

240,000 cartons

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Packaging transformation – Contemporary and appealing

Previous Redesigned

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Backed by World Class Processes

NPD Stage-Gate Process

• Standard World Class Process adapted to West Africa

• Consumer validated at every stage

• Standard Planning Process followed elsewhere in the world

• Validated by our proprietary research

• Ensures ‘Bang for the buck’

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And a network of competent partners

0including World Class Designers

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• Summary

• Q&A

Agenda

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• 85% of our products sold are locally manufactured

or packaged (less than 20%, 2 years back)

• Local production has led to key benefits

- Improved margins

- Rapid time-to-market

- More responsive to changes in consumer needs

Manufacturing in West Africa

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Significant Manufacturing Presence in Nigeria and Ghana

Tomato Paste, Tema

Noodles, Lagos

Tomato Paste, LagosConfectionery, Lagos

Biscuits, TemaDairy & Juice Drinks, Lagos

• 10 manufacturing facilities in Nigeria and Ghana produce more than 170 SKUs

• 2 Greenfield; 8 Acquired

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Modernisation of acquired plants

Before After

• Modernisation to meet international GMP standards and improve quality, reliability and efficiency

• Improved industrial safety – Lost time incidents per month in most acquired plants reduced by half

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Adding Value through Global Best Practices

• Reduce waste: Reduce PM waste by min. of 30% and RM waste by min. 20% in Biscuits. Similarly reductions achieved in Sweets and Noodles.

• Overall Equipment Effectiveness (OEE) improvements between 10% and 22% across plants

• Gas based power generation: Reduced energy cost by $5 Million annually across plants

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Strong Focus on Quality & Food Safety

Tomato Paste Lab, Tema Biscuits Lab, Lagos Sweets Lab, Lagos

Our rigorous focus on quality & food safety is a differentiating factor compared to most other food manufacturers in West Africa

• 8 laboratories in our plants in West Africa, 5 set up in the last 15 months

• 2 central laboratories in Singapore and Bangalore

• 8 approved global testing agencies to support special needs

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Food R&D centre dedicated to Africa centric innovation

• Central R& D centre at Bangalore to support innovation and quality assurance

• Category specialists of 15 to 25 years of research experience in their respective product category

• Supported by specialist agencies in packaging development and food safety

*Noodles technology expertise from Sanyo Foods, Japan, through our new JV

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Select Innovative products from the R&D center

Fiber Honey – Formulated to provide fiber health benefits with natural honey and low fat to deliver a delicious and wholesome product enjoying high acceptance in Nigeria

Double Pop – Unique double headed depositor (first ever in Africa) engineered to deliver a double headed pop with flavor combinations that thrill a child

Chicken noodle variant - Understood nuances of seasoning preferences of Yorubas to create a consumer loved product

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• Summary

• Q&A

Agenda

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Summary

US$4.4 billion size growing at between 6% and 12% p.a

Aspirational consumers moving up the chain

Relatively lower levels of clutter in products, brands & media

Early entrants can erect entry barriers

Attractive Opportunity

Top 2 player in 4 of 8 categories

Organic topline growth of 36% CAGR

Achieving high growth rates in market shares across categories

Building a Strong market position

Building a world class packaged foods business in Africa – 100% focus on African consumers and markets

Distinctive configuration of assets and capabilities: Go-to-Market, Marketing & Consumer insight, Local manufacturing, Quality focus and R&D

Our Strategy

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Thank You

Thank You

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Annexure: Speakers Profile

Ramanarayanan Mahadevan

Ramanarayanan Mahadevan is the President & Global Head of Packaged Foods business based out of Singapore.

Ram started his career in India in front line sales roles. He joined Olam in 1996 as a Branch Coordinator. His subsequent responsibilities included handling sourcing and distribution of various commodities in Tanzania as Country Manager. Ram conceived and set up the Packaged Foods business in 2004. He led and built this business to where it is today for Olam.

Ram holds a Bachelor in Chemical Engineering from the National Institute of Technology, Trichy, India and a Master in Business Administration from the Indian School of Business, Hyderabad, India.

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Girish Nair

Girish Nair is Senior Vice President of Marketing, West Africa of the Packaged Foods business. He is based out of Lagos, Nigeria.

Girish joined Olam in December 2009 and set up the marketing function in Packaged Foods. He previously worked for Dabur India Limited in marketing and sales roles. Prior to Dabur, Girish has worked in FMCG companies in India, including Britannia Industries Limited, Heinz India Limited and Wipro Consumer Products where he handled various marketing roles.

Girish earned his Bachelor of Technology degree from the Indian Institute of Technology, Chennai and his Master degree in Business Management from the Indian Institute of Management, Bangalore.


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Kamesh Ellajosyula

Kamesh Ellajosyula is Vice President of Manufacturing, Quality & Innovation for the Packaged Foods business.

Kamesh joined Olam in 2010 and has led the setting up of the manufacturing network for Packaged Foods. Kamesh last worked in technology roles in Frito Lay. Prior assignments include leadership roles in food safety, quality, procurement, international R&D, new product development at Rich Products Corporation.

Kamesh received a Master in Food Technology from the Pennsylvania State University and a Master in Business Administration from the State University of New York.


Investor Day –Packaged Foods - Olam...

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